So You Want to Get Into Radio??

Recently, I have been approached by quite a few college students looking to get into radio for insight on the industry.  I always feel strange about giving this advice because my experience as a radio host is very different from your typical local radio host experience.  However, I do think that whether radio is going to be your main thing or simply just one of the many things you do; there are a few things that can help you out. Here are my five bits of advice for those thinking about getting into radio.

Multi-Task Your Talent
I didn't enter radio the typical way.  I was an author first and I was lucky that someone in management liked what they heard during an on-air interview and kept me around the station until a spot opened up. I see myself as a writer first, relationship expert and then a radio personality. When I joined radio I noticed quickly that the climate was changing -- time served and talent meant far less than audience reach. It is not enough anymore to simply be a good on-air talent. You must be a talent in many different areas.  If you want to catch a programmers eye or really become of value to a station, then you better be popular on many different platforms: books, blogs, TV, DJing and much more.  Stations know their local audience reach, but today they want the extra audience you can bring via the web and outside projects.  Radio MUST only be one aspect of your career.

Maintain A Unique Voice
It appears that radio for the most part wants you to simply play the music, present it and announce the station business and that is about it.  There was a time that radio was filled with unique personalities and voices and you chose a favorite host because you felt passionate about what they had to say.  That is no longer the case.  Radio is competing for listeners/ ad revenue and management has determined that the best way to keep up with all of the other outside music delivery services (satellite, Pandora, Internet radio) is to sound more like them.  Deliver the music and not too much talking.  While this may be working for the station; it doesn't do too much for a personality, a brand or a radio career.  Develop a unique point of view, have your show be about something, master making your interactions with listeners fit within the music --- keep your voice.  Have your show be about something! That is what makes radio more compelling than a play list and it is also what will keep you interesting in the industry and more importantly --- outside of it.

Social Media Is King
You must be prepared to connect your show to listeners in every way that they receive information.  Maintain your own web site and social media presence.  Build these things around you as a brand and make sure that all of your names/ handles are portable and can move with you unchanged whether you are with a particular station or not.  The bulk of  my show comments come from Facebook and Twitter. I find that while people are still listening to the radio; they do not call the station.  They prefer just posting.  Also, social media is a great way to link all of your projects together and draw a full-picture of your work. In addition to your own social media platforms, most stations want you to contribute to station sites.  You can't dodge this one.

Build A Brand and Always Keep It First
Know what your end game is with radio and create a brand that will get you where you want to go.  Only do things that support your end goal and always question any attempts to shut your brand down.  Most stations will tell you that they want you to have a brand, but really they don't want you to. The bigger YOU are the less they are able to control your show content, reach and access to career success.  Branding is the only thing that will save you from being unemployed, being unemployable and generally keep you in the driver's seat when it comes to your career.  A brand allows you to build in many different areas and will increase your shelf-life as a personality. You can take your brand anywhere and it will keep you relevant.

Don't Buy the BS
Many radio stations will sell you on the concept of family and we are in your corner --- no and no! A business is not a family -- it is a business and based on how that business is going or how management feels that day -- you may be in or out.  Definitely, always play nice with others, but always know that you work for a business and it is only smart business to constantly look to make things more profitable, interesting and fresh -- none of it is personal.  Listen to all the advice and coaching you are given, but ALWAYS make the final decision regarding your show and career based on what is going to move you forward.  There is always a lesson in a critique good or bad, but know that you are the one that holds the key to connecting with your audience. Find people in the industry that fit what you hope to do and ask their advice and follow their career moves closely.  Always have a few trusted veterans that you can talk to that are still connected and on their game and ask them for advice. Most importantly: know that radio management is a small community and everybody knows everybody else --- be tactful in all of your communications.